AdROSA-Adaptive personalization of web advertising
Information Sciences: an International Journal
Targeted Advertising Strategies on Television
Management Science
Marketing Science
Customer targeting models using actively-selected web content
Proceedings of the 14th ACM SIGKDD international conference on Knowledge discovery and data mining
How much can behavioral targeting help online advertising?
Proceedings of the 18th international conference on World wide web
Large-scale behavioral targeting
Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining
Transfer learning for behavioral targeting
Proceedings of the 19th international conference on World wide web
Proceedings of the 20th international conference on World wide web
Smart, useful, scary, creepy: perceptions of online behavioral advertising
Proceedings of the Eighth Symposium on Usable Privacy and Security
Marketing campaign evaluation in targeted display advertising
Proceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy
AFrame: isolating advertisements from mobile applications in Android
Proceedings of the 29th Annual Computer Security Applications Conference
Designing and deploying online field experiments
Proceedings of the 23rd international conference on World wide web
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Advertisers are demanding more accurate estimates of the impact of targeted advertisements, yet no study proposes an appropriate methodology to analyze the effectiveness of a targeted advertising campaign, and there is a dearth of empirical evidence on the effectiveness of targeted advertising as a whole. The targeted population is more likely to convert from advertising so the response lift between the targeted and untargeted group to the advertising is likely an overestimate of the impact of targeted advertising. We propose a difference-in-differences estimator to account for this selection bias by decomposing the impact of targeting into selection bias and treatment effects components. Using several large-scale online advertising campaigns, we test the effectiveness of targeted advertising on brand-related searches and clickthrough rates. We find that the treatment effect on the targeted group is about twice as large for brand-related searches, but naively estimating this effect without taking into account selection bias leads to an overestimation of the lift from targeting on brand-related searches by almost 1,000%.